A maximizer is like a perfectionist, someone who needs to be assured that their every purchase or decision was the best that could be made.
The way a maximizer knows for certain is to consider all the alternatives they can imagine.
A satisficer has criteria and standards, but a satisficer is not worried about the possibility that there might be something better.
Ultimately, Schwartz agrees with Simon's conclusion, that satisficing is, in fact, the maximizing strategy.
Schwartz compares the various choices that Americans face in their daily lives by comparing the selection of choices at a supermarket to the variety of classes at an Ivy League college.